India is the largest provider of generic drugs globally. The Indian
pharmaceutical sector supplies over 50% of the global demand for various
vaccines and, as a result, holds an important position in the global
pharmaceutical sector. This book is a comprehensive study of
pharmaceutical marketing management in the Indian context and similar
growth markets.
The book introduces the fast-paced and multi-faceted discipline of
pharmaceutical marketing management through an in-depth discussion on
the genesis and evolution of its marketing concept. Combining theory and
practice, it offers a strategic approach to pharmaceutical marketing
from an organizational and business perspective and explicates the
practical applications of it. Richly supported by case studies, the book
brings together fresh perspectives and approaches equally useful for
students and professionals.
This book will be of interest to academicians, advanced students, and
practitioners of pharmaceutical marketing and pharmaceutical management.
It will also be beneficial to those interested in business strategy,
decision-making, and international marketing.